Purpose on the Jersey: Coritiba and Its Partners Turn Sponsorship Into Solidarity
Coritiba’s tribute shirt for Jonny Butcher. Photo: Mariana Toneti | Coritiba.
A soccer jersey normally carries identity, history and commercial partnership. Coritiba Foot Ball Club used one to carry something more: the name of Jonny Butcher and a message assuring an English supporter living with ALS that he was not alone.
The campaign demonstrates how brands can support credible social impact through the institutions communities already trust. Coritiba’s partners helped the club turn a thoughtful idea into a visible match-day statement with reach in Brazil, England and beyond.
Jonny Butcher, a soccer supporter from Norwich, England, discovered Coritiba through the connection between the English and Brazilian clubs. That interest became part of his family story after he met and married Ana ...
